Spectrum Health Brand Development

Opportunity
Spectrum Health is determined to make healthcare better. As industry influencers, they needed to lead with a bold brand not just for today, but for the future. They selected Baas as their lead agency to partner with them to make that happen.

Approach
Spectrum Health was trying to do something different. Somewhere along the way, healthcare had become a massive system that ended up getting in the way of the people it was intended to serve. In an industry that has consistently struggled to engage with the consumer, we would develop a brand that put the consumer first.

It kicked off with a global pandemic, so we hit the ground running (actually, it was like sprinting a marathon). We partnered with the CEO, CMO and Senior Director of Strategic Marketing and began assessing the brand from top to bottom which uncovered some significant insights and opportunities for the brand.

Healthcare can be more human.
The brand would take every opportunity to make things simple and personal. The voice, tone, personality and experience would be designed to feel like you were connecting with a real person, not a large system.

Healthcare isn’t just sick care.
The brand would support the whole person with the belief that health isn’t just about sickness, it’s about wellness.

To change the external culture, start with the internal culture.
For the brand to mean something to everyone, it needed to first mean something to the team.

You can change one organization or you can change an entire industry.
The brand would position them to lead the way not just in their hometown, but for healthcare everywhere.

You can make a brand for today, or you can build a brand for tomorrow.
The work would encompass every aspect of the brand and help the consumer to feel thought of every step of the way, establishing loyalty when up against future competition.

Result
We helped set a strategic vision not just for the future of the organization but for the future of healthcare. And we built a true consumer brand that was the foundation for bringing this vision to life. It brought a new optimism and boldness to the industry and helped to unify their team that’s over 30k strong—positioning them to compete at the highest level.